Consumers crave “retailtainment” in their shopping experiences | Customer engagement


While the concept of projection mapping in art and digital screens has been around since the early 1990s, we have seen a surge in demand for these experiences over the past four years within the art and business communities.

Thanks to an emerging trend in digital screens, consumers are looking for more immersive and engaging content, such as the Van Gogh: The Immersive Experience exhibition by Front Pictures, which recently launched in Spain. Provided

While the concept of projection mapping in art and digital screens has been around since the early 1990s, we have seen a surge in demand for these experiences over the past four years within the art and business communities. By shaking up the way projectors have traditionally been used and viewed, creative minds and visionaries are propelling projection technology beyond signage and onto magical and awe-inspiring experiences that today’s consumers seek.

As a powerful medium for delivering eye-catching artwork and digital displays, projection has become a popular tool for creating and adding visually appealing content that makes ordinary surfaces and objects stand out with delight. The flexibility of projection allows artists and designers to experiment with digital media and easily change the perception of spaces or objects. Consumers today are primarily digitally driven and we are seeing an increase in physical environments that change to blur the lines between the two.

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More and more companies are embracing digital technology and new forms of immersive entertainment are constantly appearing in the world, such as the ARTECHOUSE NHKS4220 Bar Illusion or the Infinity Room by Refik Anadol.

Here are some trends that we believe are contributing to the exponential growth of projection in today’s experiential economy.

The rise of influencer marketing

There has been a big shift in consumer engagement now that anyone has the ability to influence a brand with the capture of a photo or video. A large number of consumers are turning to social media for inspiration, buying trends, travel advice, and more. As we watch TV commercials or browse magazines to plan our next shopping trip or vacation, today’s consumers have it all in the palm of their hand. This generation is looking for the next Instagramable moment and by using projection to create these opportunities, brands can profitably make a big impact.

Experiential commerce is booming

With a digital portal in our pockets, consumers are looking for more exciting, engaging and interactive experiences that merge their digital world with the physical spaces around them. There is an element of omnichannel resulting from projection technology and we are seeing the retail industry adapt more and more to this as digital retail continues to merge with the physical. In addition, the industry is moving towards this unique concept of what we call “retailtainment”. Providing a combination of retail and experiential entertainment is what consumers today are looking for: experiences, not items.

It’s about going to a mall, socializing and exploring what’s new. From shopping itself with instant light sales or flagship products to impressive illuminated art sculptures or backdrops for photo ops, projection is at the forefront of bringing the world online to spaces. physical and changing the future of retail environments. AREA15 in Las Vegas is a prime example of this as a one-stop-shop of illuminations that takes consumers on a wild, immersive adventure through a wonderful blend of fascinating shopping, dining and thrill experiences.

Technological advances
Experiences stimulate engagement and engagement stimulates growth; as a result, companies are turning more to display technology to captivate consumers and get them excited about a brand or project. With increasing demand, display technology is getting smarter, smaller, more convenient and more affordable. Projectors even weigh less than five pounds and offer different form factors such as a projector or mini rectangle. Plus, with a variety of lens options, projectors can fit into tight spaces and project from non-traditional angles or onto non-traditional surfaces.

Many projectors today offer advanced laser technology for low maintenance and easily available authoring software, as well as edge blending, motion censoring, stacking and tiling tools that allow homeowners to company and today’s digital artists to deliver breathtaking indoor experiences. or outside. Generating more traffic and engagement by offering something unique that cannot be found elsewhere, today’s projection technology can easily reinvent environments while improving operational efficiency without having to modify anything other than the contents.

Immersive and engaging is sought after
Creating a digitally simulated environment that takes individuals through a memorable experience in the physical world will go a long way in making people seek these richer, more engaging moments. In the art world in particular, younger generations are interested in exploring classical art in new ways, such as the latest Van Gogh exhibition: The Immersive Experience That Goes Around the World, and the screening Digital enables the creation of those environments that not only displays this special art to the world, but also integrates individuals into the artwork for a better understanding of the meaning behind it.

As traditional gallery experiences remain in demand, we see more and more artists using the power of projection to illuminate works of art that immerse individuals in recreated art from different eras and original unique pieces.

Much has changed in our society in recent years with the increased need for moments of sharing, thus altering what people look for in life experiences. Experience is a necessary evolution to drive engagement, and projection is a cutting edge technology in today’s digital age that engages, informs and entertains. When we take a look at how far projection has come in such a short time and what it can accomplish, it changes the way visionaries create and the way consumers take things by dissolving the boundaries between our physical and digital worlds.

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